FEATURING

As we reflect on the marketing implications of CES 2022, Web 3.0 is by far the most impactful development that showed up across industries, technologies and capabilities. While in some ways it may be another victim of CES’ shiny veneer versus reality, there are components that are impossible to ignore – namely, the influx of and investment in the metaverse and NFTs.

Stagwell is one of the first movers when it comes to helping brands activate in this nacent space, having supported the launch of MilkPeP’s activation in the Roblox metaverse. On Thursday, January 6, Stagwell convened a lunch and learn, moderated by Axios’ Sara Fischer, to discuss the tactical and theoretical challenges and opportinities presented by Web 3.0. Here are our top 5 takeaways from the conversation: 

1. COVID WAS A CATALYST, bringing the metaverse into the real world 
2. BRANDS WILL PLAY A KEY ROLE IN BUILDING TRUST with these technologies and platforms
3. NOT EVERY BRAND SHOULD BE IN THE METAVERSE, and not every metaverse is created equal
4. METAVERSE + IRL should be a seamless experience
5. NFTS are here to stay

Web 3.0 is a nuanced topic, and one that is the opposite of a one-size-fits-all approach. Depending on brand, product, buyer demographic and existing marketing activity, the metaverse and NFTs can fill a very important role (which may be… no role at all. More on that later). Learn more about what it means for brands, creative and the future of the online/offline world.

Praesent rutrum gravida consectetur. Cras vitae pretium urna. Phasellus aliquet, lacus dictum consequat tempor.

1. COVID was a catalyst, bringing the metaverse into the real world

The metaverse would have come eventually (in fact it’s already been here…hello, gaming community!), but the pandemic undoubtedly accelerated the timeline. With the majority of the world going digital, tech companies were pushed to develop products, tools and software that allowed us to do so much more from a virtual setting, exposing a more urgent demand for expanded virtual experiences and capabilities from brands.

2. Brands will play a key role in building trust with these technologies and platforms 

 3. Not every brand should be in the metaverse, and not every metaverse is created equal

4. Metaverse + IRL should be a seamless experience

 5. NFTs are here to stay

By

Stagwell Insights

CES 2022 is in the rearview mirror. The technologies that debuted this year will bring accelerated innovation and transform the way consumers get and share information, engage with brands, and experience culture for years to come.

This year, Stagwell hosted a series of virtual floor tours featuring expert commentary on the trends we expect will transform marketing in 2022 and the implications for marketers. Below, we share our top four takeaways: 

More Screens, in More Places, More Often (Doing Different Things):  

• The trend: Television is evolving from a purely entertainment-focused device to a multi-faceted video display, enabling a sprawling universe of entertainment, lifestyle, home décor, news & information, and communication possibilities supported by the assistance of your favorite AI and voice-enabled tech.  
• The implications: More screens, in more places, more often means more media placement channels for brands, greatly expanding the array of consumer distribution touchpoints available. The way content is displayed isn’t the only thing changing; the nature of content itself will adapt to streaming-era behaviors that can more seamlessly connect content to commerce-driving actions via things like QR codes. Perhaps unexpectedly, the TV console in 2022 may find new life as a portal for discovery, addressable content marketing, and a rich source of first-party data.  

The Creator Economy is Here – For Everyone:  

• The trend: Tools for video creators continue to evolve, giving both the quality and bells and whistles of strong video content that were once reserved for professionals. At the same time, brands are experimenting with ways to give consumers creative control over branded products and services, seen in products like the L’Oreal Colorsonic which allows consumers to make their own custom lipstick.   
• The implications: 2022 will be the year technology and brands converge to empower everyone to be a creator of products, not just content. For brands with an imperative to scale compelling across increasingly niche consumer segments, marketing activations that empower the average consumers to use brand assets, products, or other associated content will be a powerful tool for awareness and top-of-funnel marketing.  

Problem-Solving Tech: 

• The trend: Technology is shifting to focus on the key economic and social challenges that were illuminated by the pandemic, such as food sustainability and labor and supply chain shortages. We saw a heavy emphasis on artificial intelligence and robotics as a tool for tackling these complex challenges of human scale, exemplified in products like John Deere’s fully autonomous tractor or the tradeshow-wide trend towards Electric Vehicles. 
• The implications: Brands will have new opportunities to scale the best practices enabled by problem-solving tech, which can unlock exciting new business models, product offerings, and service capabilities. At the same time, renewed corporate interest in the environmental and social footprints of businesses will add pressure for CMOs to ensure marketing communications and operations address their businesses’ impact. 

Scaling In-House Marketing:  

• The trend: The tech on display in the C Space for marketers underscores the need for a toolbox of scalable, DIY-marketing tools for in-house teams, who are increasingly present at major brands. At CES this year, Stagwell showcased the Stagwell Marketing Cloud, our suite of solutions supporting business transformation for in-house marketers, arrayed across real-time business intelligence, AI-powered comms tech, AR for events, and end-to-end influencer marketing management.
• The implications: With over 77% of organizations now having some form of in-house agency, expect investment in tools & services to support in-house marketing creation and execution to continue. Specifically, brands will be on the hunt for solutions that enable them to unify first-party data, create content at scale, and drive efficiency through their operations via automation.    

—

To dive deeper into the technology on display at CES 2022, stream a recording of Stagwell’s Virtual Floor Tours here, and reach out to beth.sidhu@stagwellglobal.com if you have questions.   

Originally released on

FEATURING

NEW YORK, Dec. 16, 2021 /PRNewswire/ — Stagwell Inc. (NASDAQ: STGW), the challenger network built to transform marketing, today announced its programming and events at CES 2022, including the formal launch of the Stagwell Marketing Cloud. Stagwell’s presence includes a range of activations aimed at decoding what the technologies debuting at CES mean for marketers, brands and consumers, including:

• Stagwell Marketing Cloud Exhibit: The Stagwell Marketing Cloud is debuting at CES via a booth featuring four SaaS products powered by AI, ML and AR. The SMC is a suite of technology products and services that support in-house marketing transformation for modern businesses. Visit booth #CS-10 in the C-Space at Aria.
• Live and Virtual Floor Tours: Led by Stagwell executives from across disciplines and leading technologist Jeff Minsky, Stagwell Media Network Global CEO James Townsend and Stagwell Chief Media Officer Deirdre McGlashan we will take guests on a journey exploring the most compelling technologies being debuted at CES 2022, from the connected home and city to health, sustainability, streaming, and robotics.
• Lunch with Stagwell: Leading practitioners in the areas of digital transformation and media will host two separate luncheons, focusing on how new technologies and tools can elevate brand experiences, from navigating the rise of Web 3.0 to transitioning the structural ways businesses implement technologies.
• CES Cocktails: Hosted in partnership with Brand Innovators, we will convene guests from across industries for cocktails, conversation and the opportunity to reconnect after so long apart.

“Stagwell is launching our the Stagwell Marketing Cloud at CES this year. The Stagwell Marketing Cloud is an innovative suite of products aimed at providing in-house marketers with transformative tools. Incubated by technologists and strategists within Stagwell, we look forward to showcasing the Cloud and demonstrating how the collection of SaaS and DaaS tools can help,” says Mark Penn, Chairman and CEO of Stagwell.

At CES, we will showcase four of products from the Stagwell Marketing Cloud including:

• ARound: An augmented reality creation tool for live events that empowers brand to bring audiences together at scale so they can engage, interact, and socialize in a completely new and meaningful way.
• Harris Brand Platform: A real-time business intelligence application that provides daily insights on brand perception, equity, sales funnels and the impact of marketing campaigns on customer behavior and perceptions.
• Koalifyed: An end-to-end influencer marketing application that brings qualified creators and the world’s top brands together to create credible, engaging content and social experiences that drive connection and culture.
• PRophet: A PR application that utilizes AI and ML to predict media interest, sentiment and spread of a press story prior to pitching, allowing PR professionals to discover new targets and more efficiently pitch and land positive coverage.

For more information or to register for any of Stagwell’s events, please visit: https://stagwellces2022.splashthat.com.

For more information on Stagwell Global and our agency network, please visit www.stagwellglobal.com.

About Stagwell Inc.

Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing.  Led by entrepreneurs, our 10,000+ specialists in 20+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

Media Contact
Beth Sidhu
beth.sidhu@stagwellglobal.com 
202-423-4414

SOURCE Stagwell Inc.

Originally released on

FEATURING

ARound brings interactive shared experiences to the metaverse.

NEW YORK, Dec. 16, 2021 /PRNewswire/ — Stagwell Inc. (NASDAQ: STGW) announced today it will launch an innovative, location-based augmented reality platform, ARound, bringing shared experiences to live events and the retail space by engaging audiences through connected interactions in the metaverse. Stagwell will unveil and demo ARound at CES 2022, within its CES booth #CS-10 in the C-Space at Aria and during CES Unveiled on January 3 at Mandalay Bay and Pepcom Digital Experience on January 4 at The Mirage.

ARound helps venues and retailers create AR attractions for live events, bringing audiences together at scale where they can play, interact, and socialize in completely new and exciting ways. Stadiums and sports teams can now engage casual fans or customers by recapturing their attention and personalizing their experiences. Retail consumers will benefit from a more connected, immersive community experience that increases brand engagement.

“Until now, AR has focused on the individual – but ARound recognizes that the best connections come from shared experiences that connect individuals to the world around them,” said Josh Beatty, ARound founder and CEO. “Location-based AR is a relatively new and evolving space, and spatial computing represents the next major computing innovation – one that will focus less on the way we receive information and more on the way we connect with what is around us. While devices often cause distraction, ARound enables users to be more present at events, connecting people and places through shared technology.” 

“Consumers have lost patience for boring, impersonal, and disconnected marketing. And the race for their attention in today’s digital marketplace couldn’t be tighter,” said Mark Penn, Chairman and CEO, Stagwell. “ARound offers clients an opportunity to chart a new course in a powerful – and fast growing – dimension of consumer experiences. We’re proud to support Josh as he works to bring the product to life,” said Mark Penn, Chairman and CEO, Stagwell. 

ARound is currently being trialed by global retailer H&M, as well as a Major League Baseball team at their stadium. More partners will be announced early next year. 

ARound is the newest product from the Stagwell Marketing Cloud, Stagwell’s growing suite of technology products and services that support business transformation for modern marketers. It was developed as the winning idea at Stagwell’s annual innovation competition, which challenges teams to pitch new product ideas to modernize marketing services and pre-empt the needs of tomorrow’s leading brands. As a winner, ARound received capital and resources from Stagwell to build and launch the product as well as ongoing executive mentorship from the company’s marketing and technology services leaders. 

Stagwell Marketing Cloud – powered by a global workforce of 1000+ engineers – arms modern marketers with a toolbox of capabilities spanning influencer marketing, audience segmentation, AI-powered communications tech, competitive brand intelligence and cutting-edge technology in the developing spaces of AI, ML, AR/VR, data processing and fraud detection. Stagwell’s products include Koalifyed, CUE, PRophet, Harris Brand Platform, Telephia, Truly Social, Stage, and Navigator. 

To schedule a product demo of ARound at Stagwell’s CES booth, #CS-10, contact (brand@stagwellglobal.com). To schedule a media interview with AR founder, Josh Beatty, contact Pam Golden at pam@GLAPR.com. 

About Stagwell Inc.

Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing.  Led by entrepreneurs, our 10,000+ specialists in 20+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

Media Contact
Beth Sidhu
beth.sidhu@stagwellglobal.com 
202-423-4414

SOURCE Stagwell Inc.